The Marketing Mix Assignment | Get Paper Help

This case builds on the first assignment (A1), where you had to imagine that you were starting up a new business offering plant-based meat. That first assignment focused on the situational analysis and marketing strategy side of the marketing plan: the marketing environment you are entering, the customer segment(s) you want to target and the (core, actual and augmented) benefits you were going to offer.

The current assignment (A2) focuses on the next step of the marketing plan: defining the concrete marketing mix we are going to use to market our product(s). In short, putting A1 and A2 together, we will have a basic marketing plan for our company!

For the current assignment (A2), please answer the following specific questions about the marketing mix you want to use for your company (word count 3.000 words, +/- 10%).

Product

1. Product Description

Describe the product(s) you want to market by defining in detail: (1) the core product(s), (2) the actual product(s) and (3) all the augmented product levels you want to offer.

2. Brand Positioning Map

Make a brand positioning map. In other words, position your own brand (or brands if you have more than one) and your competitor brands in a perceptual space. In the text, clearly describe and give arguments for the steps you took and also include the actual positioning map as a picture embedded in your document.

Remember the 3 steps to make a brand positioning map:

1. Determine the perceptual space by selecting 2 axes (representing variables that matter to consumers and that are independent of each other). In the text, explain and argue why you choose these two variables and discuss why you think they are independent of each other. In the picture, clearly label the axes.

2. Determine the location of your brand within this perceptual space. In the picture, place your logo or your brand name in the correct position. In the text, explain, why you put your brand in that specific position.

3. Determine the place of your competitors in the space. In the picture, place the logo’s or names of the competitors in the correct position. In the text, discuss the positions of the competitors.

Additionally, given the brand position map, did you detect a gap in your market? Could it be an interesting position to be in? Why/why not? If there is a gap, also indicate it in your picture with a red X.

Price

1. Internal and external factors influencing price

Given the market and product category you are in, discuss at least 1 internal (organizational) and at least 1 external (market environment) factor that will have an influence on the price setting of your product. Explain clearly why these factors will have an impact for your company.

2. Pricing strategy

Given the market and product category you are in and given the marketing strategy that you chose in the first assignment, discuss whether you will follow a cost-oriented, a value-oriented, a competition-oriented or a market-oriented pricing strategy. Clearly explain and argue your choice in detail!

3. Price

Given the above elements, what exact price (in £) would you sell your product(s) for? Why?

Promotion

1. Message and reach

Promotion or marketing communication is all about reaching the right people with a convincing message. The message should already be in the slogan you came up with in the first assignment. In order to reach your target segment(s) as much as possible, what promotional mix elements and what media channels are you going to use? Work out your plan to reach your (potential) customers in a detailed way, in other words, be as explicit and clear as possible. Explain clearly why you chose each of the elements.

2. Product Placement

In addition to the mix you have chose think of a Product Placement idea. In what TV-show or movie would you put the product? How would you show it? In which context or situation? Make sure the context fits your positioning.

Place

Finally we need to get our plant-based meat products to our customers in a convenient way (both for us and for them).

Channel selection: Are you going to work through a direct marketing channel or through a short or long indirect marketing channel with specific intermediaries? Clearly explain and argue why you are using a specific channel and why you are (not) going to work with specific intermediaries.

Distribution intensity: are you going to use intensive distribution, selective distribution or exclusive distribution? Clearly argue your choice!

Distribution integration: are you going to distribute in a traditional way (using the conventional independent marketing channels), vertically integrated (where you own all intermediaries) or via franchising (where you make very strict agreements with the intermediaries). Clearly explain why!

please use as many sources as needed, and I have attached the first essay that you have to base this of in the files attached. A1_ Written Individual Assignment